How to sell a house to every second client?

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One of the common pain points of construction companies is that clients are interested in the property, you spend time presenting the house and answering questions, but in the end only a few buyers reach the conclusion of the contract.

What is the secret and how to sell a house to every second client? We will answer these questions in our article.

Let's start with the fact that the peculiarity of clients when buying a house is that this decision is not quick and can take several months or even years. On this path, the client goes through 5 stages:

Not thinking about buying a house
Thinking about buying a house, starts researching information
Decides on a solution and looks for a suitable house project
Selects a construction company
Concludes a contract


Let's take a detailed look at each stage and how you can influence the client to ultimately order a house from you.

1. The client doesn't think about the house, but would potentially like to live in it
When a person doesn't think about home, you can push that thought into their mind.

There is no point in advertising in a search engine, because it does not yet search for information on the Internet on this issue.

But you can use advertising that can be customized to a specific “portrait” of a person, for example, a male businessman aged 40-50. An advertising specialist will select such portraits and find those who will respond better to the offer. This type of advertising is called targeting and is customized in social networks (Vkontakte and the mytarget service) and on Yandex partner sites (YAN).

In this case, you can immediately put a “pixel” on the site, which will remember the people who are interested and will continue to overtake them with advertisements. This type of advertising is called “Retargeting”.

2. The client realized that he wants a house and starts looking for information
A person begins to compare different types of houses and enter search queries, for example, “What is the best way to build a house?” or “What is the best foundation for a house?”

There is no point in advertising for such requests, it will be very expensive and ineffective, since people are still quite “cold” and will not leave a request.

SEO promotion is the most convenient option in this case to appear to a person on such requests. In this type of promotion, we work on the site so that it naturally gets into the Yandex search results.

3. The client makes a decision
In the case of house building, this is choosing the area of ​​the house, searching for a project, etc.

To do this, it is important to show in the card of each project:

photographs and a plan of the project from all angles,
examples of built houses,
cost options.
Some queries can be promoted in search advertising + YAN, and some in SEO and targeting. The more you remind the client about yourself, the more likely he will leave a request and choose you.

4. The client chooses a company
The client needs an answer to the question “Why should I buy from you”, so you need to check whether the site answers this question: it is important to show your advantages, experience, customer reviews, photos of completed work. And in the advertisement, you also need to indicate your advantages over competitors.

Here, Yandex advertising will work the fastest. SEO promotion can also be done, but it will take more time to get results, since highly competitive queries are used.

You can also remind your customers about yourself through targeted advertising in social networks and YAN banner advertising and catch up with them through retargeting.

5. The client concludes an agreement
This stage occurs after the client's application, advertising is not needed here, you can warm up the client using targeting and YAN, show ads confirming your reliability and advantages.

And if the site has information on the action plan that you can send to the client, then he will have a sense of security.

Conclusion
The more you show yourself to the client at investor database each stage, the faster and more likely you will achieve results. And even in a call, the client will know a lot of information about your company and will be closer to buying.


To sell a house to every second client, you need:

as many touches and interactions with the client as possible at all stages,
you need to carefully work out the information that you will show at each stage,
a properly designed and filled website,
a good offer to the client in advertising,
good price/quality ratio of the product itself,
correct work of the sales department with clients.


As an internet marketing agency, we can offer you our services, such as:

creation of a website of varying complexity,
setting up and managing search advertising in Yandex,
SEO advertising setup and management,
setting up and running targeted advertising in social networks.
If you have any questions or need advice, please write to us.